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Deploying Personalized Content and Multivariate Testing

If your marketing organization has adopted a strategy to deliver personalized content after conducting multivariate testing, you are likely familiar with the challenge of creating and managing a rapidly expanding library of content.

If your marketing organization has adopted a strategy to deliver personalized content after conducting multivariate testing, you are likely familiar with the challenge of creating and managing a rapidly expanding library of content.

You're running email campaigns, PPC campaigns, search marketing initiatives, and you need multiple versions to test multiple variants. How does one efficiently and effectively manage the entire cycle of creation, distribution, analysis and re-targeting? With a solid plan combined with a powerful project management and digital asset management system.

Planning Your Personalization Campaign

Before you begin creating digital assets, you should have a deployment plan in place. You'll need to answer questions such as:

  • Who is/are the audience(s)?
  • What are the objectives for a specific campaign?
  • Which channels will be used to deliver assets?
  • How long will a campaign be run before analyzing results?
  • Which resources and tools will be used to create assets?
  • Who will need to review and approve the draft?
  • How will content be pushed out to audiences?
  • How will results be analyzed? Which data has meaning?

We've found the best way to plan a campaign is to work backwards. A great first step is to start with the objective(s) for a campaign. For instance, are you seeking sales or looking for opt-ins? Once you have objectives defined, the next consideration will be how you'll measure success. For example, what is the open rate or click rate you're looking for? Then work your way back through audience analysis, channel selection, asset management, workflow and approval management, and finally, the creative development process.

Managing the Creative Production Cycle

One of the more critical considerations resides at the front of your personalization campaign strategy: creative production. You'll want to find a workflow automation solution that can give team leaders greater control and insight of the creative production cycles. With personalized and multivariate testing campaigns, a single web page or email campaign may need dozens of individual content pieces.

A powerful tool like Workgroups DaVinci streamlines the production process by creating hierarchies, so teams can manage and collaborate at the higher campaign level, all the way down to the individual content block. Also, steps can be synchronized, so if a particular synced step is approved on one job, the same step is automatically approved on the synced jobs to save time and hassle.

Using fractured collaboration channels like email, third-party private messengers, and localized storage only serves to lengthen approval cycles, increase the possibility of lost versions, and challenge a team leader's ability to control the development process.

Automating the Review Process

If you often have many content blocks to review at the same time, you'll want to automate the approval process. The days of multiple email attachments and fractured review processes are over. Through the usage of simple digital tools you will experience smoother workflows and faster reviews.

With Workgroups DaVinci, files can be reviewed and approved as a group, so reviewers can quickly provide feedback and approval on individual files, as well as the group as a whole.

Version control is also important to the review cycle. A productivity tool should automatically store and name subsequent versions, as well as allow users to compare the latest version to any previous versions on the same screen.

Pushing Out Content Through Integration

The final critical component to creating personalizing content and conducting multivariate testing is having the capability to push out content seamlessly extracted from your asset libraries. Your creative development software should integrate with your project management software, your CRM platform, and your digital campaign platform.

For example, the integration between Workgroups DaVinci and the Adobe Marketing Cloud enables campaign managers to develop campaign ideation, manage and prioritize creative production, and review and approve proofs all in Workgroups DaVinci, then seamlessly move approved files to the Adobe Marketing Cloud to execute and analyze the results of the campaign.

How are you managing your content personalization and multivariate testing? Are you locked into siloed tools that make complete management challenging? You don't have to be. Give us a call and we can help get you a better solution.

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